Digital advertising accounted for 64% of ad spend in 2021, and it’s not hard to see why. Digital marketing campaigns allow marketers to more effectively target prospect with many tactics and strategies, from social media marketing used for brand awareness to digital ads meant to drive revenue.
To make sure your digital marketing campaign succeeds, you need to have each of these elements in play.
1. A good visual design (to appeal to your audience)
Did you know that 94% of first impressions for your brand are based on design? A highly effective digital design works to engage your audience, increase revenue, boost brand recognition, and raise recall of your ads.
A well-thought visual design can take a simple message and make it more engaging without even using words, and infographics, which increase website traffic by 12%, can take complicated statistics and content and turn it into an easy-to-understand graphic.
2. The right data (to make sure your audience wants to see your ads)
Data is what fuels all of your personalization in marketing, which 90% of American consumers find appealing. From personalization tokens and dynamic content in your emails, to programmatic and remarketed ads appearing on your audience’s preferred social media platforms, data opens many doors for your digital marketing campaigns.
Even the best digital marketing campaigns will fail if they aren’t being pushed to the right audiences. For example, why would a construction equipment dealer want to see ads about software meant for fleet owners?
3. The necessary marketing automation (to effortlessly guide leads to conversion)
You’re wasting valuable time—time that could be used generating more revenue—if you don’t have some marketing automation systems in place. In fact, sales reps only spend about 36% of their time actually selling.
From the very basic workflows that send emails to your leads once they fill out a form on a landing page or click on a CTA, to the more advanced chatbots that can answer questions 24/7 and learn from past interactions, marketing automation lets you reduce human error and spend your time and energy on tasks that are higher priority and more complicated.
4. The right metrics (to ensure you’re meeting your goals)
Marketers estimate that they waste 26% of their budget on the wrong strategies. How can you avoid this? By making sure you’re tracking only the marketing metrics that are most important to your business.
The metrics you need to measure will be based on your actual goal. Are you looking to build engagement and customer retention? Then follow the number of downloads your content receives, the average time someone spends on your website, and the engagement rates of your social media posts. What if you want to generate leads and increase revenue? That’s when you follow conversion and churn rates.
Be sure to only track the marketing metrics that are essential to you. Any less and you won’t get the full picture; any more and you will be overwhelmed with data you don’t need. As you measure these metrics, you can shift your marketing strategy as needed to reach your goals.
For your digital marketing campaign to succeed, it needs to be the complete package. That means a strong visual design to engage with and boost brand recall in the minds of your prospects, as well as the data you need to actually target them. Measure only the essential marketing metrics to know what’s working and when you need to change focus, and make use of marketing automation so you aren’t stuck with mundane tasks that a computer can do.